Plenty has created a new roll with double the number of high quality sheets in every pack.

The brand has combined two rolls of household towel into one so consumers will always have plenty of Plenty to hand, encouraging them to use more and ultimately buy more.

“Currently the household towel category is highly penetrated at 74% but is declining -6% year on year, with the overall market volume remaining static. Because of this, consumption is key to unlock future growth”, explains brand manager for Plenty, Sian Dixon. “In order to capitalise on this growth potential, manufactures must deliver products that perform when it matters.

“Each new longer roll offers a more convenient solution to household tasks. With the same great performance in every sheet, it’s even easier for consumers to expand their usage throughout the home.”

To drive awareness of this discretionary category, Plenty will continue to invest with a multi-million heavyweight marketing campaign.

A brand-new TV campaign will see Plenty reach more than 20m viewers over the campaign period. Live across all major networks from 24 July, high-profile TV spots include Coronation Street.